Key Terms

This section is a list of terms used throughout this blog. I have created the definition of these terms to better understand the concepts mentioned throughout this blog. Because this proposal is intended for people who are not familiar with corporate communication jargon, the terms and concepts throughout this living document are for a general audience.

Corporate Communication – An area of expertise within a company that focuses on how the image of the company is portrayed to employees, the general public and the media. This encompasses entities such as advertising, public relations, crisis management, newsletters, flyers and commercials.

Crisis Management – an area of corporate communication which focuses on rectifying a situation for a company that has the potential of harming its reputation and is therefore detrimental for shareholders and general profits.

Internal Culture – refers to employees within the corporation and how they identify to their company.  The culture of an organization helps unify the members toward the vision of the company. 

External Image – how the company is portrayed to the media and general public as a result of its reputation. The corporate communication team also plays a role in how the company’s external image is presented to the public. The external image is also formed by the past reputational behavior of the company. This includes how a company handled their past crises and the media’s depiction of it to the public.